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Artificial Intelligence: Marketing’s New Ally

It’s a feeling too many customers and prospects know: the sense that they’re simply spokes in a brand’s wheel, rarely recognized for the individuals they are. Marketed to as if they’re part of one big blob, static and unmoving, when what they crave most is personalization - messages timed to where they find themselves in a given day, tailored to their needs and interests. Put yourself in their shoes, if you can. What would you do if you paid a website a visit and got back a generic email for your troubles? Something bland…

Why Brands Will Pay Top Dollar for Your In-App Inventory

Ad fraud is expected to cost brands over $16 billion this year. The industry is on edge, and brand safety is a top concern. This is especially true after Fortune 500 advertisers discovered their ads appearing next to inappropriate content on Google’s Youtube. The industry has been working on solutions to curb ad fraud and increase brand safety, and yet the problem grows each year. In 2017, ad fraud may grow by 30%. All this has made in-app inventory valuable real estate because it protects brands from ad fraud while…

Snapchat’s New Update Creates Huge Possibilities for Local SEO

In the State of Search Marketing survey, 74% of companies and 82% of agencies said that social media is either somewhat or highly integrated into their SEO strategies. In the past, this has meant the number of Facebook posts and Tweets but now, Snapchat could become a main platform for promoting your business locally. Snapchat has created its own responsive map called Snap Map which enables users to share what they are doing with their friends and people near them.  You can easily access the map by pinching your fingers…

5 Ways Facebook is Moving to Compete in the Local Search Industry

Facebook is the powerhouse in the social media industry. For years, they have been the top social media site in the world and just last week they became the first social site to reach over 2 billion users! However, the social media giant isn’t stopping there. Now, they are setting their sights on the local search industry as well. This isn’t the first time we have heard of Facebook’s attempts to break into the area of local search, but for the most part they have been pretty much off the radar in comparison to sites like…

Top 5 Tips for Cold Enterprise Emails

“Cold Emails”… Right off the bat the term isn’t very inviting. Throw in the fact that you ate about to send one to a massive company in hopes to strike up a rapport in an attempt to eventually reach a deal and you’ve made a huge undertaking all the more daunting. But in actuality, the differences between sending an email to a small business or a large enterprise aren’t as monumental as you might think. To help put you at ease, here are 5 things you should keep in mind when writing cold enterprise emails. You’re not Selling…

The Secrets to Pharma’s Success in Mobile Advertising

The Challenge The tortoise of digital advertising might pull off yet another win. In 2017, the pharmaceutical industry has learned important lessons from early adopters and is now enjoying enviable success. By focusing on a mobile-first strategy, harnessing the power and sophistication of mobile apps, and utilizing only the best performing placements, pharma’s digital advertising strategy is paying dividends. The pharmaceutical industry is known for moving slowly due to regulations, policies, and oversight. The Food…

Key Publisher Strategies for Operating in the Programmatic Video Landscape

According to J.P Morgan programmatic video in the US alone is tipped to grow 12% in 2017 compared to 2016 and is growing faster than search. Why is programmatic video so confusing? Despite competition from Google and Facebook, the growth in mobile video and the increase in the number of formats have enabled programmatic video to become the go-to transaction process for most video advertising.  Still, many publishers remain confused by programmatic video processes and technologies. The increasing number of players, rapid…

You’re Missing the Point: How to Make Your Sales Presentation Memorable

The sales cycle can be arduous. Nurturing a lead and landing the actual meeting with the correct people at the table can be a culmination of days, weeks and more often month’s worth of work. In a recent survey of 1000 B2B marketers, almost 50 percent of respondents noted their average sales cycle ranged from three to six months. Depending on the size of the account, that can mean a lot of nurturing: emails, phone calls, research, energy and money spent to bring one account from a lead to a sale. Along the way, a plethora of…

Cross-Device Verification Explained

Let’s try to agree on what is black and white… There is a lot of noise in the industry about the selection of cross device solutions. However, with all the conversation surrounding omni channel marketing, there is a significant gap in the understanding of the underlying technology. While many platforms in the space are running head to head tests to compare match rates, precision, etc. - there is very little differentiation between the usual vendors. All of them fall into a category which we refer to as "Master Device…

Lessons Marketers Can Learn from Manufacturers – Part 3

...continued from part 2 Getting on Board the Automation Train Manufacturing automation, predicated on an integrated stack where data from all over the plant informs decision-making, has several key impacts on the overall organization. These range from increased labor productivity, reduction of labor costs, improved working conditions and decreased time to market, among others. The same goes for marketing. Once marketers have brought all of their systems together, and begun using all the data at their disposal to guide…

Lessons Marketers Can Learn from Manufacturers – Part 2

...continued from part 1 Leverage Data Wherever It Comes From  Manufacturers have become experts in smashing data silos, taking data from all over the organization to derive business critical decisions. For example, data collected in the production line can improve supply chain efficiencies by evaluating raw material inventory, while data collected by sales and marketing can inform product design. Once they’ve integrated their technology, marketers, too, can unify their data to uncover more holistic insights. This gives…

Lessons Marketers Can Learn from Manufacturers – Part 1

When it comes to industries to steal tips and best practices from, marketers typically look to creative or cutting-edge fields. Too rarely, however, does manufacturing jump to the top of the list. Though technology and the knowledge of how to effectively use it is a top skill for marketing leaders, ignoring important lessons learned from older, established industries like manufacturing is a huge mistake. Not only might marketers miss insights into how to connect better with their customers, they also run the risk of missing…

The Rise of Outstream Video: From Fraud to Darling

As a format, outstream video has made a remarkable rise, coming out of nowhere to what is now an almost $1 billion market. Its journey from what was considered a few years ago to be a fraudulent selling practice to now being seen as a major driver of future video growth in the $12 billion digital ad market, holds some important lessons about where the industry can go wrong, and how markets inevitably get back on track. The birth of outstream Outstream originated as a basic arbitrage opportunity. When instream video…

The Modern Marketer’s Omnichannel Opportunity

With the dominance of smart phones, the lines between channels on the consumer path-to-purchase are blurring more than ever before. In a matter of minutes, a consumer may be exposed to an ad on Facebook, research a product and make a purchase on a brand’s site – all on a mobile device. Despite the rise in mobile and eCommerce, according to BIAKelsey, 90 percent of all transactions today don’t happen online—they still happen in a store, on the phone, or by appointment, somewhere offline that is more difficult to track.…